Building a successful product isn't just about great technology – it's about truly understanding who you're building it for. Many founders get deep into product development, convinced they've identified a gap in the market. But here's the reality: even the most innovative technology will only succeed if your customers ‘get it’ and you are solving a problem they actually have. 

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Here are some key customer questions every founder should ask:

1. Who's actually paying for your product?

Often, the user and the buyer are different people. Understanding who holds the budget and makes purchasing decisions shapes everything from your pricing to your sales approach.

2. What keeps your customers up at night?

Beyond surface-level problems, what are the deep pain points that drive your customers to seek solutions? What are the consequences if these problems go unsolved?

3. How do they make decisions?

Map out their typical buying journey. Do they need approval from multiple stakeholders? What research do they do before purchasing? Understanding this process helps you meet them where they are.

4. What alternatives are they using now?

Your competition isn't just other similar products – it's also spreadsheets, manual processes, or doing nothing at all. Understanding current solutions reveals opportunities for differentiation.

5. What does success look like for them?

Beyond features and benefits, what actual outcomes are they seeking? How do they measure success in their role or organisation?

6. Where do they go for information?

Knowing where your customers learn about solutions helps you position your message in the right places. Do they trust peer recommendations? Industry publications? Social media?

7. What's their typical day like?

Understanding their daily workflow helps you see how your solution fits into their routine. What are their common frustrations? What tools do they already use? Where do you fit in?

The most successful products aren't just well-built – they're built for the right people, solving the right problems, in the right way. Take the time to truly understand your customers, and let those insights guide your product development and marketing strategies.

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The answers might surprise you – and they'll definitely help your startup grow.

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